Media and public health communication at the grassroots: Village cinemas and HIV education in Papua New Guinea

Thomas, Verena & Eby, Mark (2016) Media and public health communication at the grassroots: Village cinemas and HIV education in Papua New Guinea. In Vemula, Ravindra Kumar & Gavaravarapu, SubbaRao M. (Eds.) Health Communication in the Changing Media Landscape : Perspectives from Developing Countries. Palgrave Macmillan. (In Press)

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Abstract

Papua New Guinea has been experiencing a rapid influx of audio-visual media and mobile communication technologies. People living in remote communities are finding their own ways to access these media away from traditional mass media channels. The rapidly changing media landscape presents both challenges and opportunities to health communication initiatives, and creates a need for evidence-informed and adaptable approaches to health communication. This chapter investigates village cinemas (haus piksa or CD haus in Tok Pisin) as sites for HIV/AIDS message distribution in the Highlands of Papua New Guinea. While doing so, the chapter adopts a case-study approach in attempting to assess the potential of distributing edutainment material to audiences in the PNG Highlands via CD houses in their local villages. The chapter argues that understanding local behaviors of media consumption is critical for the design and implementation of public health communication initiatives.

Impact and interest:

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ID Code: 99653
Item Type: Book Chapter
DOI: 10.1007/978-3-319-33539-1
ISBN: 9783319335384
Subjects: Australian and New Zealand Standard Research Classification > MEDICAL AND HEALTH SCIENCES (110000) > PUBLIC HEALTH AND HEALTH SERVICES (111700)
Australian and New Zealand Standard Research Classification > STUDIES IN CREATIVE ARTS AND WRITING (190000) > FILM TELEVISION AND DIGITAL MEDIA (190200) > Film and Television (190204)
Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > COMMUNICATION AND MEDIA STUDIES (200100)
Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > COMMUNICATION AND MEDIA STUDIES (200100) > International and Development Communication (200103)
Divisions: Current > Schools > School of Design
Current > QUT Faculties and Divisions > Creative Industries Faculty
Deposited On: 13 Oct 2016 05:24
Last Modified: 14 Oct 2016 03:30

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